NHL on NBC: Viewership Trends and Ratings (2005–2009)
Following the 2004–05 lockout, the National Hockey League (NHL) entered a new broadcasting era with NBC. This period was marked by significant fluctuations in viewership as the league attempted to rebuild its television audience and compete with other major sports leagues for prime time and weekend slots.
The transition to NBC saw the league navigating a challenging landscape, facing stiff competition from the NBA and various other sporting events. While early numbers showed a decline compared to the pre-lockout era on ABC, the latter half of the decade saw a resurgence driven by high-profile matchups and the introduction of outdoor games.
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Key Facts
- Initial Decline: The 2005–06 regular season began with a 1.5/3 overnight Nielsen rating, down 11.8% from the 2004 ABC opening week.
- Playoff Struggles: The 2006 NHL playoffs averaged a 1.1 rating, 21% lower than the 2003–04 pre-lockout average of 1.4.
- Winter Classic Success: The 2008 outdoor game between Buffalo and Pittsburgh earned a 2.6 rating, the highest in over a decade.
- Peak Viewership: Game 7 of the 2009 Stanley Cup Final averaged 8 million viewers, the most-watched NHL game in the U.S. since 1973.
- Recovery: By the 2007–08 season, ratings rose 11% over the previous year, with the Stanley Cup Final returning to near pre-lockout levels.
The 2005–2006 Season: A Difficult Restart
The return of the NHL to television was met with a mixed reception. NBC's first week of action earned a 1.5/3 overnight Nielsen rating (a measurement of the percentage of all households with televisions tuned to a program). Regional coverage of the New York Rangers vs. Detroit Red Wings game saw a stark contrast in local interest, earning a 1.3/3 in New York but a massive 7.8/17 in Detroit.
2006 Stanley Cup Playoffs and Final
The 2006 playoffs struggled to maintain momentum. On May 7, 2006, NBC's coverage (0.9 rating) was heavily outperformed by the NBA on ABC (4.3 rating). Some broadcasts struggled even against non-sporting lead-ins; for instance, a Saturday afternoon game between Carolina and New Jersey drew fewer viewers than the surfing competition that preceded it.
The Stanley Cup Final also saw a dip. Game 3 earned a 1.7 overnight rating, compared to 2.0 for the same game in 2004. Game 7 of the 2006 Final earned a 3.3 rating, a 21% decrease from the 4.2 rating achieved by the 2004 Final on ABC. Despite these numbers, NBC claimed the coverage remained profitable and met their internal expectations.
The 2006–2007 Season: Market Volatility
The 2006–07 season was characterized by inconsistent ratings influenced heavily by scheduling and competition. Early weeks fluctuated between 0.9 and 1.3 ratings. The league faced significant competition from NASCAR, the NBA, and golf, particularly during the broadcasts featuring Tiger Woods.
However, specific matchups provided boosts. A game featuring Sidney Crosby and Alexander Ovechkin drew a 1.0 rating, while the season's peak (1.3/3) occurred in March when competition was limited to college basketball and the Arena Football League. Notably, in Buffalo, the Sabres' series-clinching victory over the Rangers earned a 32.6 rating and a 60 share (the percentage of households using televisions at the time that were tuned to the program), breaking local records previously held by the Buffalo Bills.
2007 Stanley Cup Final
The 2007 Final saw a continued struggle in prime time. Game 3 drew 1.73 million viewers, while Game 5 drew 3.02 million. The overnight series average for the 2007 Final was 25% below the 2006 average.
2007–2009: The Return to Growth
The trajectory shifted upward starting in 2008. The NHL's strategy of hosting outdoor games proved highly successful. The New Year's Day 2008 game between the Buffalo Sabres and Pittsburgh Penguins earned a 2.6 rating, marking a significant high for the network.
The 2007–08 season overall saw an 11% increase in ratings. The Stanley Cup Final, featuring a Detroit–Pittsburgh matchup, averaged a 3.2 rating and a 6 share. Game 6 of that final earned a 4.0 rating, a 111% increase over the 2006 Game 6.
This growth culminated in the 2008–09 season. The 2009 Winter Classic set a regular-season record since 1975 with a 2.9 overnight rating. The season ended on a historic high, as Game 7 of the 2009 Stanley Cup Final drew an average of 8 million viewers, the highest U.S. viewership for an NHL game since 1973.
Ratings Summary (2005–2009)
| Event/Season | Rating/Viewership | Context/Comparison |
|---|---|---|
| 2005-06 Opening Week | 1.5/3 | Down 11.8% from 2004 ABC opening |
| 2006 Stanley Cup Final (Avg) | 2.3 rating / 4 share | Down 12% from 2004 ABC average |
| 2007 Buffalo Sabres Clincher | 32.6 rating / 60 share | Local Buffalo market record |
| 2008 Outdoor Game | 2.6 rating | Highest since Fox debut (10+ years) |
| 2008 Stanley Cup Final (Avg) | 3.2 rating / 6 share | Highest since 2002 |
| 2009 Winter Classic | 2.9 rating | Most watched regular season game since 1975 |
| 2009 Stanley Cup Final Game 7 | 8 million viewers | Most watched U.S. game since 1973 |
Frequently Asked Questions
How did the 2006 NHL playoffs compare to pre-lockout ratings?
The 2006 NHL playoffs on NBC averaged a 1.1 rating, which was 21% lower than the 1.4 average recorded by ABC during the 2003–04 pre-lockout season.
What was the impact of the outdoor games on viewership?
Outdoor games significantly boosted ratings. The 2008 game earned a 2.6 rating, and the 2009 Winter Classic set a regular-season record since 1975 with a 2.9 overnight rating.
Which game had the highest viewership in the U.S. between 2005 and 2009?
Game 7 of the 2009 Stanley Cup Final was the most-watched, averaging 8 million viewers, the highest since 1973.
Did NBC find the 2005–06 season profitable despite lower ratings?
Yes, NBC claimed in May 2006 that the ratings were in line with their expectations and that the network would turn a profit on its NHL coverage for that season.
How did local ratings differ from national ratings in Buffalo?
While national ratings were often low, local interest in Buffalo was immense. The Sabres' series-clinching victory in 2007 earned a 60 share, meaning 60% of all televisions in use in Buffalo were tuned to the game.